The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology

Even with new technologies emerging daily that reduce the barriers to identify and purchase products, the average consumer still reports having less time to devote to shopping. A study conducted at Clemson University, sponsored by a reusable packaging company, Rehrig Pacific Company, investigated if a unique shipping shell/crate design with on‐message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf. Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The branded proprietary reusable shell was evaluated against a standard reusable shell in the industry used by the same company. Testing was conducted using state‐of‐the‐art eye tracking hardware and CUshop?, a full immersion consumer retail experience laboratory. Data captured from 89 study participants indicated a strong preference for the new branded reusable shell. Statistical analysis demonstrated a 47% increase in eye fixations on the branded display and an increase in fixation duration, a measure of how long consumers looked at the display, of 34% (p  < 0.05). More significantly, an increase in the visual saliency of the primary package, the 2 L bottle, was illustrated by an increase in fixation duration of 46% (p  < 0.05) and an increase of the number of fixations of 54% (p  < 0.01) when displayed in the branded reusable shell. Thus, results indicate that in‐store marketing incorporating a unique secondary packaging may lift brand awareness and increase purchase intent. Copyright © 2017 John Wiley & Sons, Ltd.     

食品包装材质对消费者绿色购买意愿影响的眼动研究

目的 探讨食品包装材质对消费者注意加工流程和绿色购买意愿影响的内在机制。方法 采用包装材质2(环保/普通)×食品类型2(实用品/享乐品)双因素实验设计,在货架购物场景下采用Tobii Glasses 2眼镜式眼动仪,采集被试者浏览货架不同食品时的眼动数据(平均注视时间、注视次数、热点图),并结合行为数据综合分析。结果 在平均注视时间上,包装材质与食品类型的交互作用显著,注视次数交互作用不显著;环保材质包装的食品获得更多关注,被试者偏好于选择环保包装的享乐食品。结论 包装材质与食品类型共同影响消费者的视觉感知效果与加工过程,环保包装对青年消费者的绿色购买意愿有正向促进作用。     

The Effect of Modifying Structure to Display Product Versus Graphical Representation on Packaging

Research is presented that investigates whether the amount of physical product visible from the primary display panel of a package has an effect on consumer attention and purchase decision in the category of grill ware. It is hypothesized that a package providing the most physical product exposure will be preferred by consumers over alternative structural designs. To test this, three similar products were placed in four distinct package structures varying the amount of visible product exposure (0%, 40%, 90% and 100%). The packages were positioned on the shelves of the fully immersive simulated shopping environment CUshop?. A total of 127 participants were fitted with eye‐tracking glasses and presented a shopping list that included one of the three grill ware products (fork, spatula and tongs). Participants were asked to shop as they normally would, and data concerning their visual attention in the store and final purchase selection was collected. Purchase patterns showed that the packaging that revealed the most physical product possible was chosen more than the other three configurations tested. Analysis of eye‐tracking data supports expected behaviour, suggesting that consumers prefer to see at least some of the product, with the 0% visible product receiving significantly fewer fixations, a slower time to first fixation and lower total fixation durations. Copyright © 2012 John Wiley & Sons, Ltd.     

博物馆文化创意产品感知价值与消费意向研究

目的分析博物馆文化创意产品感知价值对用户满意度及购买意向的影响。方法基于理性行为理论与满意度理论,提出博物馆文化创意产品购买意向影响因子模型与假设,通过问卷调查法收集博物馆文化创意产品消费者感知价值数据,经SPSS多元层次回归模型,对假设模型进行实证分析。结果得出消费者购买行为意向主要受到用户满意度与感知购买成本的影响,而满意度则主要受到感知文化性的影响。结论在博物馆文化创意产品开发过程中,设计师可以通过提高新产品文化创意元素的表现力,来提高消费者满意度,进而间接影响消费者的消费意向;通过丰富产品分级价格,改善消费者对文创产品购买成本价值感知,进而提高博物馆文化创意产品对消费群体的价格应变能力,影响消费者的消费意向,最终改善博物馆文化创意产品的销售现状。     

Factors influencing the purchase intention of consumers towards remanufactured products: a systematic review and meta-analysis

Rapid growth in end-of-use and end-of-life products and their current unsustainable disposal methods are the cause of worries among the researchers and academicians across the globe. For that, remanufacturing is emerging as a viable option for sustainable production. Moreover, acceptance of remanufactured products by the consumers is highly essential for the success of the circular economy. Therefore, a study of the purchase intention of the consumers towards remanufactured products becomes inevitable. Here, our research uses meta-analysis to statistically synthesise and analyze the factors relevant to the purchase intention of the remanufactured products. Based on the published literature a total of ten studies are found suitable for the meta-analysis. The result shows that purchase intention of consumers is positively and strongly influenced by attitude and subjective norm, whereas it is moderately influenced by perceived green benefits and perceived behaviour control. In addition, meta-analysis supports the negative relationship between perceived risk and purchase intention. The findings also suggest that consumers who purchase remanufactured electrical and electronics products are less environmentally conscious than consumers who purchase remanufactured automotive products. Further, authors have discussed the managerial implications of the factors which influence the purchase intention of the consumers towards remanufactured products.     

The role of eye movements in the size-speed illusion of approaching trains

Recent research on the perceived speed of large moving objects, compared to smaller moving objects, has revealed the presence of a size-speed illusion. This illusion, where a large object seems to be moving more slowly than a small object travelling at the same speed may account for collisions between motor cars and trains at level crossings, which is a serious safety issue in New Zealand and worldwide. One possible reason for the perceived size-speed difference may be related to the movement of our eyes when we track moving vehicles. In order to investigate this, we tested observers’ relative speed perception of moving objects (both abstract and more detailed objects) moving in depth towards the observer, presented on a computer display and eye movements recorded with an eyetracker. Experiment 1 confirmed first the size-speed illusion when the observers were situated further away (18, 36 m) from the simulated rail crossing or intersection. It also revealed that the eye movement behaviour of our participants was different when they judged the speeds of the small and large objects; eye fixations were localised around the visual centroid of longer objects and hence were further from the front of the moving large objects than the smaller ones. Experiment 2 found that manipulating eye movements could reduce the magnitude of the illusion. When observers tracked targets (dots) that were placed at corresponding locations at the front of the small object and the long object respectively, they perceived the speeds of the two objects as equal. When target dots were placed closer to the visual centroid, observers perceived the larger object to be moving slower. These results demonstrate that there is a close relationship between eye movement behaviour and our perceived judgement of an approaching train's speed.     

Investigating consumer purchase intention in online social media marketing: A case study of Tiktok

Online social media marketing has become a mainstream marketing approach, with huge and rising sales volume. Drawing on the pleasure-arousal-dominance model and flow theory, this study empirically investigates the relationships among perceived value, flow experience, emotional pleasure, and purchase intention by using a questionnaire survey of 257 consumers of Tiktok subordinating to online social media marketing in China. The results indicate that hedonic value and utilitarian value are positively associated with consumer purchase intention, respectively. Emotional pleasure mediates the relationship between perceived value and purchase intention, while flow experience positively moderates the relationships between hedonic value and emotional pleasure and between emotional pleasure and purchase intention. This study extends the online social media marketing literature related to consumer purchase intention. The results provide implications for future research and for operators and marketers.     

Microbiological,colour and sensory properties of fresh beef steaks in low carbon monoxide concentration

Steaks from gluteus medius m. (GM) and longissimus dorsi m. (LD) were packaged in atmospheres containing two low levels of CO (0.2 and 0.4%) in combination with 21% O₂ or without oxygen. The other components of the modified atmosphere packaging systems were carbon dioxide (30%) and nitrogen (balance). Steaks were evaluated on 0, 7, 14 and 21 days of storage at about 2^oC to investigate the effects of the gas mixtures on the microflora, instrumental (CIE L*a*b*) and visual colour and odour. The preservation of colour and odour of GM and LD steaks packaged under low carbon monoxide was best achieved using anoxic mixtures containing 0.2% CO and 30% CO₂. Steaks packaged without oxygen retained a desirable colour and practically did not present a visible discoloration or perceptive off‐odour along the entire storage time. Colour stabilization with 0.2% CO and 30% CO₂, without O₂, following storage up to 21 days at 2°C did not increase microbial risk of products. The increase in CO from 0.2 to 0.4% had a negative effect on the colour of LD steaks which was regarded as ‘artificial’ by some panellists. The higher stability achieved in this study using 0.2% CO may result from increased stability of the colour from Bos indicus × Bos Taurus cross. Discoloration and off‐odour were evident in the GM and LD steaks packaged aerobically after 14 days of storage when the counts of deteriorant bacteria achieved approximately 6.5 to 9.7 log CFU/g. Highest bacteriostatic effect could be obtained if the volume of injected CO₂ was sufficient to saturate the meat and keep in balance around the product during storage. Copyright © 2010 John Wiley & Sons, Ltd.     

Optimal purchase and selling strategy for wholesaler of produce: sorted or unsorted selling?

Produce (e.g. fruit and vegetable) varies in quality when it is picked from plants. Then a produce wholesaler has two sales strategies: (1) unsorted selling (US), i.e. selling the produce to the market at one price and (2) sorted selling (SS), i.e. pre-sorting the produce into different grades by quality and selling them at different prices. When the SS strategy is adopted, the demands of the different grades are uncertain and substitutable. In this paper, we study the joint optimal purchase and sales strategy for selling mixed quality produce to customers with heterogeneous quality preferences. We first derive the optimal purchase policies under the two strategies and then identify the conditions under which the SS or US strategy is optimal. We show that the optimal sales strategy is determined by the marginal purchase and sorting cost and the fixed investment cost, the overall quality level of the produce, and the substitution rate for the high-quality and low-quality produce. This finding differs from the conventional wisdom that the SS strategy is optimal in the produce retail business. Finally, we conduct numerical studies based on real-world data to generate managerial insights from the analytical findings.     

基于界面指定任务的用户视觉认知差异研究

目的 使界面设计更好地符合用户群体认知行为习惯。方法 在指定任务序列下,提出跨年龄层视觉认知差异比较的一般模型。选取非遗贵州蜡染图案个性化定制系统界面为实验样本,使用EyeSo Ec60遥测式眼动跟踪设备获取眼动指标,并利用单因素方差分析,检验数据显著性,结合界面感兴趣区转移频次矩阵进行对比分析。结论 不同年龄层用户在指定任务序列下的眼动数据、AOI区域关注度以及Likert量表结果都存在显著差异,通过对实验数据的处理与分析,反馈用户认知差异性,为界面设计与开发提供参考和借鉴。     

Why do people switch mobile payment service platforms? An empirical study in Taiwan

Although an increasing number of studies have recently investigated mobile payment service (MPS) platform user behaviours, the majority of these studies have focused on user adoption. However, user switching behaviour has been paid limited attention as yet. The current study investigates critical antecedents of user switching intention of MPS platform drawing on the perspective of the push-pull-mooring framework. The proposed model was empirically tested with 612 valid responses collected using on-line questionnaire survey in Taiwan. The results of this study revealed that user regret, alternative attractiveness, perceived complementarity of the alternative, and perceived network size of the alternative positively relate to user intention to switch. The most critical push effect driving MPS platform users to switch is user regret caused by dissatisfaction with system quality and information quality, especially in terms of system stability and visual attractiveness. In terms of pull effects, the improvement of alternative attractiveness and perceived network size of the alternative should be paid more attention, so thereby expanding their provision of complementary resources can be considered as an effective tactic. Furthermore, inertia is also negatively associated with user switching intention. Of all of the sources of inertia, uncertainty costs are a major crucial mooring effect. The performance of sunk costs still leaves much to be increased because of the insufficient user use and investment in the incumbent MPS platform. The findings will be helpful for MPS platform practitioners when fully comprehending users’ switching behaviour and formulating appropriate strategies to retain existing users while still attracting potential new users.     

The visual control of bicycle steering: The effects of speed and path width

Although cycling is a widespread form of transportation, little is known about the visual behaviour of bicycle users. This study examined whether the visual behaviour of cyclists can be explained by the two-level model of steering described for car driving, and how it is influenced by cycling speed and lane width. In addition, this study investigated whether travel fixations, described during walking, can also be found during a cycling task. Twelve adult participants were asked to cycle three 15 m long cycling lanes of 10, 25 and 40 cm wide at three different self-selected speeds (i.e., slow, preferred and fast). Participants’ gaze behaviour was recorded at 50 Hz using a head mounted eye tracker and the resulting scene video with overlay gaze cursor was analysed frame by frame. Four types of fixations were distinguished: (1) travel fixations, (2) fixations inside the cycling lane (path), (3) fixations to the final metre of the lane (goal), and (4) fixations outside of the cycling lane (external). Participants were found to mainly watch the path (41%) and goal (40%) region while very few travel fixations were made (<5%). Instead of travel fixations, an OptoKinetic Nystagmus was revealed when looking at the near path. Large variability between subjects in fixation location suggests that different strategies were used. Wider lanes resulted in a shift of gaze towards the end of the lane and to external regions, whereas higher cycling speeds resulted in a more distant gaze behaviour and more travel fixations. To conclude, the two-level model of steering as described for car driving is not fully in line with our findings during cycling, but the assumption that both the near and the far region is necessary for efficient steering seems valid. A new model for visual behaviour during goal directed locomotion is presented.     

基于CVPA理论的文创产品审美反应与购买意愿研究

目的 为了对文创产品造型设计进行准确定位,依据审美偏好与审美能力对消费者进行群体分类,针对不同群体,探讨文创产品审美因素对不同消费群体审美反应和购买意愿的影响.方法 依据产品视觉审美中心度(CVPA)理论与感性工学方法,以文创水杯为研究对象,设计审美反应与购买意愿实验,依据实验调查数据,将消费者分为高、中、低CVPA3个群体,分别运用多元线性回归分析方法,以审美因素为自变量,以审美反应、购买意愿为因变量,构建6个关系模型.结果 模型的关系系数揭示了各种审美因素对审美反应、购买意愿的影响程度.结论 依据消费者的CVPA水平进行分类研究是一种有效的产品定位方法.对于不同的CVPA群体,各审美因素对消费者审美反应与购买意愿的影响存在明显区别,实验结果可以为文创产品设计定位与方案决策提供参考依据.关系模型也可以对设计方案进行审美评价与购买行为评价.     

雾气下心电监护仪界面视觉搜索效率研究

目的 研究护目镜产生雾气情况下心电监护仪界面的字符大小及颜色一致性对信息视觉搜索效率的影响。方法 通过模拟护目镜在不同雾气程度下的场景,控制不同字符大小、颜色一致性,考察三者对医护人员视觉搜索效率的影响。实验中37位被试依次完成眼动实验,记录其行为数据和眼动数据,深入探讨三种变量因素的交互效应。结果 使用心电监护仪时不同雾气程度、字符大小、颜色一致性三种因素的交互效应显著,其中行为数据的三种因素交互效应显著P<0.001,眼动数据的三种因素交互效应显著P<0.05。未产生雾气与低雾气场景下,大字符、颜色不一致视觉搜索效率最高;中雾气与高雾气场景下,中字符、颜色不一致的视觉搜索效率最高。结论 三种因素在不同条件下,交互效应的视觉搜索效率不同,设计人员可根据护目镜产生的雾气程度,调整心电监护仪界面字符大小与颜色一致性,以提升医护人员的视觉搜索效率。     

Effect of chitosan coating and vacuum packaging on the quality of refrigerated grilled pork

The effects of chitosan coating and vacuum packaging on the quality and shelf‐life of retail packaged grilled pork in a PVDC/nylon pouch during refrigerated storage at 2 ± 1°C were investigated. Grilled pork without chitosan coating and packaged in 100% air was used as the control sample. Firmness, pH, colour, peroxide values, microbial population and shelf‐life (as determined by sensory characteristics) of the samples were determined during the storage. The results showed that colour, peroxide values and microbial population coincided with sensory characteristics. The delayed growth of microbes in vacuum packaging can be attributed to inhibition by low levels of O₂. Chitosan coating was shown to minimize oxidation, as reflected by the peroxide values, colour changes and microbial counts of the samples. Vacuum‐packaged chitosan‐coated grilled pork showed negligible microbial growth and was found to be organoleptically acceptable throughout the storage period. Chitosan coating along with vacuum packaging provided a type of active packaging to maintain quality and extend the shelf‐life of grilled pork. Copyright © 2006 John Wiley & Sons, Ltd.     

基于视觉认知理论的产品形态优化设计方法

目的针对传统的产品形态设计与用户视觉认知之间因缺乏关联而产生设计代沟的问题,提出一种基于视觉认知理论、结合眼动追踪技术的产品形态优化设计方法。方法首先,运用形态分析法提取产品的形态设计要素;其次,基于眼动追踪实验获取视觉形态的眼动认知数据;接着,采用单因素分析法,筛选与形态高度关联的眼动指标;最后,应用数量化I类理论对设计要素进行参数化编码,通过数据挖掘技术建立眼动追踪指标与设计要素的关系模型。结果最终得出眼动追踪指标与设计要素的关系模型,继而提炼出与用户视觉认知关联紧密的形态设计要素及其权重排序,从而确定出形态设计的优选方案,并以电热水壶为例,验证了方法的可行性。结论建立眼动追踪指标与形态设计要素关联的优化设计方法,能够帮助设计师从用户视觉认知的视角优化产品形态,从而提升设计的科学性和合理性。     

基于形状文法和眼动追踪技术的云纹养生壶造型设计研究

目的 通过研究养生壶造型方案设计,建立一种主客观的设计评估体系,旨在为其他产品的方案设计提供一种新的设计思路。方法 首先利用形状文法构建云纹养生壶的造型方案线稿群;其次使用三维建模渲染软件将线稿群向三维进行转变;最后通过眼动追踪技术和李克特量表法作为评估体系,在主客观上共同对方案群进行设计评估,并选出最终的养生壶造型方案。结论 通过形状文法的使用可以让养生壶的造型方案变得更加多元化,为产品造型设计阶段提供更多的思路,同时利用眼动追踪技术及李克特量表法可以在主客观上很好地对造型方案进行设计评估,让方案的筛选更有依据。     

基于S-O-R理论的秦绣文创产品顾客购买意向影响研究

目的 为提高顾客对秦绣文创产品的满意度,使设计人员准确掌握秦绣文创产品顾客需求,优化秦绣文创产品设计。方法 基于S-O-R理论,构建秦绣文创产品顾客购买意向影响因素理论模型,剖析文化价值、创新价值、价格价值三个维度的感知价值、顾客满意度和购买意向的相互影响关系。通过设计量表和调查问卷进行实证调研,进而运用结构方程模型加以论证。结论 文化价值、创新价值是秦绣文创产品顾客购买意向的关键影响因素,能辅助设计师从顾客需求入手提高顾客满意度,为秦绣文创产品设计优化提供了一定的理论参考及建议。     

基于眼动仪的非物质文化遗产平面视觉体验研究

目的通过可用性与用户体验设计中的研究方法,研究非物质文化遗产平面视觉的体验设计,得到非物质文化遗产平面设计的视觉构建方式与用户体验需求。方法通过眼动仪实验与访谈获得用户注视非遗平面海报的热点图、轨迹图和注视区域图,从用户体验与可用性角度,基于眼动实验的有效数据详细探讨针对可视性非遗文化的体验现状和视觉构建。结果从可用性的角度出发提出针对非物质文化遗产平面设计的体验需求,结合眼动实验的定量分析结果与访谈用户的定性分析结果,提出针对非遗平面设计视觉体验的若干合理性建议。结论基于眼动实验结果提出的非遗平面设计视觉体验构建有助于促进非物质文化遗产信息的高效率传递,在可用性的基础上改进用户的视觉体验,助力非遗文化传播。